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The Blu & Blue Revolution

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Aaina Jain and her brand Blu & Blue are disrupting the children’s denim industry.

There is a new era of sustainability in fashion. No longer is such a word exclusively associated with hand-sewn hemp but simply with the understanding that, if we don’t start changing our patterns of consumption pretty soon, our collective futures will be in question. Well-known brands are finally investing in new models of corporate responsibility – but even more remarkable is the fact that this movement is being driven by emerging talent in the industry.

Aaina Jain is one of these young pioneers: a former corporate marketing executive from the halls of Jo Malone and GAP, she launched her eco-friendly, sustainable and fashionable children’s denim brand, Blu & Blue in December 2015. Rooted in the adage “Do what is right, not what is easy” and inspired by the traditional manufacturing techniques that she learned from her family as a child in India, Blu & Blue is one of the few vertically integrated independent companies that has control of their manufacturing and wholesale levels, allowing the company to meet quality excellence.  

Blu & Blue’s ability to access premium fabrics from renowned mills world-wide along with their product design expertise, makes each item a well-designed, mindfully-made contemporary product with quality you can feel and style that will make you and your fashion forward off-spring happy.

All Blu & Blue fabrics are free of lead, phthalates, and flame-retardants. To meet Jain’s high standards of excellence - every step of the design and manufacturing process, from start-to-finish, is conducted in-house.  Each item is thoughtfully designed, cut, stitched, ripped and repaired and washed at the family-owned, India-based state-of-the-art sustainable and eco-friendly manufacturing and washing facility that has a 35 year heritage in creating quality denim for renowned private labels.  Here, special softeners and treatments are used to make the fabrics butter-soft for extra comfort and luxurious texture and look. The company also uses “saliva friendly” fabrics that are pre-washed to ensure safe and super soft garments for even the youngest in your family.

Since its launch in December 2015, Blu & Blue has built a successful brand following with retailers, customers, influencers and celebrity fans. The brand has rapidly grown and is appreciated by their customer following. “There is something modern yet traditional about denim, and we embrace that in our clothing. Our clothes are wearable all year long and versatile enough to be dressed up or down. We bring a whole new meaning to denim,” said Jain.


For more information, visit Blu & Blue at bluandblue.com

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